Contract and Close
Nice to Meet You
Jeetu Mahtani
HubSpot Sales Manager
http://www.linkedin.com/in/jeetumahtani
jmahtani@hubspot.com
Corey Beale
Hubspot Sales Manager
www.linkedin.com/in/coreybeale
cbeale@hubspot.com
Hash Tag: #AgencyTransform
Bookmark this Page!!
http://www.hubspot.com/advanced-sales-training-home
AGENDA
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Are we ready to Close?
Proposals vs. Contracts
The typical flow and “how to” of a close
Closing
Structure of a Contract
Potholes, Key-Takeaways and homework
Are we Ready to
Close?
1
1. Generating Leads
2. Researching Leads and
Prospecting
3. Connecting and Qualifying
4. Inbound Marketing
Assessment (IMA)
5. Diagnostic and Goal Setting
6. Present Solution
7. Contract and Close
Inbound Marketing Sales Methodology
1. Generate Leads
Find Prospects to Call On
2. Research and Prospect
Get to a Connect
Lead
3. Connect
Schedule the Assessment
4. Qualify
Determine worthiness for next step
OPPORTUNITY
5. Diagnostic & Goal Setting
Align business goals with activities
6. Presentation & Experimentation
Present Solution and/or Trial
7. Contract & Close
Agree to Proceed
Proposals vs
Contracts
2
Proposals vs Contracts
Proposals
Purpose of a Contract
• Purpose of a Contract
Make it easy to Commit
Signature is your destination
1 to 3 pages
Not overwhelm them with granular detail causing
them to overthink their commitment
– Signature in the closing meeting
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• No Selling in your Contract
– The Selling is Done!
– Verbal commitment is in place
– No distraction in the closing sequence
Roleplay
The Typical Flow and
“How-To” of a Contract
Call
3
Recap Their Situation
• Historical Sales & Revenue Figures
• Sales & Revenue Goals
Recap Their Goals
Recap What They’re Not Doing Well
• Inbound Marketing Evaluation
Highlight Key Activity in order to Succeed
“The key thing for you to take away is the
activities that must be performed on a regular
basis, so that we can help you achieve your
business goals.”
Show the Gap Between Their Current Metrics &
Goals
Review the Activities Required
Emphasize the Activities Required
“In order to be successful, there are a handful
of activities we’ll need to do regularly including
blogging, link building and social media
interaction for traffic acquisition; offer, landing
page and CTA creation for lead generation;
email marketing, lead segmentation and
nurturing to improve lead to customer
conversion rate. We’ll need your buy-in and
assistance to do all of this.”
Emphasize the Importance of Collaboration
“As we’ve discussed, however, the key thing for
you to understand is that the activities we
perform together must be performed on a
regular basis, so that you can achieve your
business goals. This isn’t a one time thing and
we will require your assistance with a variety of
activities.”
Determine How They’ll Be Involved
• Who on their team will be involved in each of
these activities and how much time can they
devote?
– Setup: CMS (subdomain for blog, domain), CRM
integration, analytics.
– Content creation: blog posts, offers for lead generation,
lead nurturing/email messages, website pages.
– Social media interaction
– Lead follow up & sales productivity training
– Monthly reviews of analytics and results
– Planning of each month’s activities
Give Your Recommendation
Setting Expectations about Results
“Now, unfortunately, I do not have a crystal ball. And
while internet marketing is pretty predictable and
extremely measurable, at this point, we are unable to
say with certainty exactly how quickly we can improve
your key metrics. This is an estimation. And we’ll work
towards it. And we’ll do our best. But, you’ll need to
realize this is a partnership and just like hiring an
employee, we’ll need to adapt our plan once we start
getting going. In several months, we’ll be able to
predict much more accurately how fast we can
achieve your long term goal. But, in the beginning, it’s
going to be hard to predict perfectly.”
Configuring the Retainer Quoting Tool
Closing
4
The Inoffensive Close
• Do you believe I understand all of your
challenges? Goals? Constraints? Concerns?
Timeline? (Restate them.)
• Do you believe that the solution that I’ve
presented to you will effectively help you
overcome your challenges and achieve your
goals? (Restate them.)
• Do you want our help?
The 1-10 Close
• On a scale of 1-10, where 1 is “Go away, I’ll
never do business with you” and 10 is “sign
me up yesterday. We really need to do this.
We’re totally committed to making this work
and we want your help”, what # are you?
• Why is it not 1? (Listen. Restate why they want to
move forward.)
• Then, why is it 10? (Listen. Handle objections)
Bonus:
Structure of a
Contract
5
Winning Contracts
• Are less than 5 pages in length.
– The goal is to get them to sign in a closing meeting
• Contracts do not sell
– Do not repeat and pitch you or the sales process.
The pitching is done by following the sales process
• Always set clear expectations in terms of
activities, roles, and metrics for success
• Create standardized blocks of content that you
can use in every contract
Structure of a Contract
• Executive Summary
– No Technical Jargon
– Weave a story of their current situation and challenges and how you are
going to help them meet their goals
• Discovery (what we’ve learnt about the prospect’s Goal, Challenges,
Plan, Timeline, and Consequences)
– Another reason not to skip the sales process. Leverage everything you have
learnt in the IMA and Diagnostic and Goal Setting.
• Scope of Services
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–
–
–
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Services/Activities and Time per Activity (Retainer Quoting)
ROI and Metrics for Success (Analytics)
Role (expected role and activities for both Agency and Client)
Timeline and Retainer Length
Costs
• Place to Sign
• Terms and Conditions
• Appendix
Potholes
6
Potholes
• Doing proposals vs. contracts
– Contracts win. Proposals don’t.
• Not using an inoffensive Close
– It isn’t a deal until we have a signature
• Setting incorrect expectations about results
– Use the “Plan” worksheet when
recommending a plan
– Set expectations
Key Take-Aways
and Homework
6
• Prepare for your presentations; nothing is
more important than this. Nothing.
• Stick to a path the best you can, avoid the
rabbit holes
• Prepare your tie-downs and business value
statements
• Practice
Your success in sales is driven by
Activity
Process
Skills
Homework
• Follow the sales process and invite your Channel
Account Manager to one of your calls (e.g.
presenting the HubSpot solution).
• Revisit your Agency Grader Goals and see how you
are doing. Invite your CAM to a call and review
together.
• Tinker with the spreadsheet to learn your
numbers
• Practice/prepare
Reminder - If You Want us to Do a Presentation
for You
• If you’re reselling HubSpot with your retainer,
we can help present the HubSpot solution and
support the need for your services during our
presentation.
• Email your Channel Account Manager (CAM)
• Your CAM can only assist with the presentation
if you have followed the sales process i.e. IMA
and Diagnostic and Goal Setting Calls need to
be completed
• Your CAM will email you a pre-Demo checklist
that you will need to complete
• Tuesday, March 6
• 11 AM US EST
• Next Topic – Final Session Objections Role Play
We need your input for Questions and
Scenarios to review for next week’s
session
http://www.hubspot.com/advanced-sales-training-home
QUESTIONS?